Assignment 4 Kelloggs Product Mix & Distribution Channels

By Gaurav Kumar Dani Section B 2011078

Kelloggs in India predominantly is known for its breakfast offerings through the cereals section. It was launched in India in 1994 but has a come a long way since then after a shaky start. Internationally Kelloggs product portfolio boasts of more than 450 brands spread over three verticals (Breakfast: Cereals, Toaster Pastries, Waffles, Pancakes, Syrup, Veggie Sausages ; Snacks: Bars , Cookies, Crackers , Party Snacks & Mixes , Fruit Flavored Snacks; Baking Products: Recipe Ingredients , Beverages) .It is the breakfast cereals that govern the Indian market. Its product offerings (India) in the cereals vertical are as follows.

Kelloggs Extra Muesli (extra nut delight, extra fruit magic, extra crunchy fruit and nut and extra tropical bonanza) - The extra muesli crunchy fruit and nut variant contains crunchy almonds, dates, raisins, apples, mellow peaches and papaya for the purpose of adding fruits to breakfast.

Kelloggs All Bran Wheat Flakes (Kelloggs All Bran Wheat Flakes & Kelloggs All Bran Wheat Flakes with raisin) as evident prepared from wheat with a high fibre content

Kelloggs Corn Flakes (Length: Almond, Mango, Banana , Normal, Strawberry) Among the oldest and the strongest brands of the Kelloggs Offering.

Kelloggs Special K (Length :Cereal ,Protein ,Chocolate) Low fat cereal offering from Kelloggs

Kelloggs Honey Loops - Made with wholegrain cereal and with honey to give it its great taste

Kelloggs Oat Bites Oat has recently come up as a bigger market , and it is Kelloggs offering to the Oat market.

Kelloggs Chocos: Intially targeted to promote healthy breakfast habits among the kids Chocos is whole grain cereal with chocolate flavor.

Kelloggs Biscuits (Chocos, Glucose, Chocolate Cream, Badam, Pista and Cashew)

Kelloggs distribution channel Based on our research we have been able to find the following on the distribution channels. The Kelloggs manufacturing plant is located in Maharashtra. The inventory makes its way to the superstockist of Goa. The goods are sold off to the wholesale dealers who distribute exclusively in North Goa and South Goa. The retailers in these locations strike bargains with these distributers in the respective regions to for their supply of goods and materials. The wholesale dealers masquerade separately as different firms to provide distributions for a Pan India Supply or State Supply. While the former distribution is meant for low margin state-cooperative retailers the latter is meant for normal retailers.